Olympism: The Olympic Games And The Olympic Movement

In order to fully understand the idea behind the Olympic Games and the Olympic movement, it is essential to create an understanding of the notion of Olympism. Olympism can be defined as a philosophy, which focuses of the interplay between the mind and the body, in which sportive activity takes the place of a service to society (Juilliart, 2012). In addition, there are three main Olympic values, which add to the notion of Olympism. Firstly, “excellence”; this value emphasizes the striving to reach personal goals, as well as overcoming personal barriers, which will aid in the development of the athlete on an individual level. Secondly, “friendship”; this was established to initiate the building of collaborations and positive relationships, overcoming various types of differences, on the basis of peaceful interactions and solidarity (Juilliart, 2012). Lastly, “respect”, which as a value focuses on the fact that participants should respect others, themselves, the environment and the regulations innate to the Olympic Games (ibid.). Additionally, the five Olympic rings, illustrating the five continents, should pose a visual representation of the values incorporated in the idea of Olympism (ibid.). Besides promoting Olympism through the Olympic Movement, the IOC additionally supports

Additionally, of all TOP members the Coca Cola Company possesses the longest consecutive sponsoring relationship with the Olympic Movement, as it has been a sponsor since 1928, and it is a member of the TOP program since 1986 (Olympic Marketing Fact File, 2014). As generally known, the Coca Cola Company is a beverage producer. Although Coca Cola has various brands subordinated to it, the most advertised in the Olympic Games is the classic Coca Cola, which is definitely not the healthiest or most figure-friendly beverage in their product portfolio (The Coca Cola Company,